Fashion labels have realized that in order to connect to the mass patrons to buy their collection they need to portray women who represent the campaign of more than one demographic. The market of the fashion house is global and showcasing women from an Asian background and women of colour will connect with an audience of a different demographic. Rather than only portraying a girl on the campaign who is skinny, developed and white. These representations create a wall between those women who feel that you need to look a certain way to wear branded clothes.
Being inclusive in terms of different backgrounds, ethnicities and sexualities will connect with more women. Women who see the campaign with leading celebrities who represent it will in turn feel inclined to buy it because they can resonate with that actress who is representing the label. Creative Director of Louis Vuitton, Nicolas Ghesquiere has inculcated this principal in his new collection.
Louis Vuitton launched its Pre-Fall 2019 Collection and has showcased 17 prominent international talents in his digital lookbook. They are a perfect representation of diversity from Michelle Williams, Sophie Turner, Alicia Vikander, Lea Seydoux, Jennifer Connelly and Indya Moore to name a few. These iconic powerhouse women are big fans of the fashion label and were ready to represent the collection to put forth a stunning collection with a good message.
Nicolas Ghesquière commented that,“These women embrace the various personalities that embody fashion at Louis Vuitton. Be it well known stars or new faces, all of them share the same willpower, and confidence in their choices, and at the same time reflect the eclecticism of the female identity”.
IS THE FASHION INDUSTRY REALLY INCLUSIVE?
The fashion industry has a long way to go in terms of being more inclusive to all shapes, sizes, sexualites and democraphics. Especially, fashion magazine covers and brands advertising women who are white and thin. There is statistical data of New York Fashion week February 2018 casting wasn’t that diverse. 62.7 percent of those on the runway were white while only 37.3 percent were models with color and for comparison in Spring 2015 season, when The Fashion Spot first started recording runway diversity it was only 20.9 percent non-white.
BUT ALL FASHION LABELS ARE NOT THE SAME
Some major fashion houses are taking this seriously and are inculcating diversity in their campaigns for their collections. They are taking a stand to showcase a different and more diverse representation of beauty which gives us hope for a more progressive fashion industry and room for improvement.
Fashion labels have the potential to showcase a more diverse representation. Louis Vuitton has done their part. But do you think major fashion houses will do justice to this and take a social stand while promoting their label?